Our Story — A Veteran Family Serving Texas Families & Businesses
We didn’t build this business to upsell you. We built it to bring honest, accurate financial help to families and small businesses like yours.
After three combat tours in the U.S. Army, Joel Moreno came home to Texas and, together with his wife Jessica, built Moreno Financial Services. Jessica brings 15+ years of financial expertise, an MBA in Business Analytics, and a B.S. in Accounting, and leads the firm’s tax preparation and bookkeeping. Together they run a veteran-owned, family-operated practice — BBB A+ rated and proudly based in Kempner, Texas.
Joel Moreno
Co-Owner & U.S. Army Veteran
Three combat tours with the U.S. Army shaped his approach: show up, tell the truth, and never leave someone behind. Joel listens first and believes every client deserves to understand their finances in plain English.
Jessica Moreno
CEO, Tax & Bookkeeping Expert
With an MBA in Business Analytics, a B.S. in Accounting, and 15+ years in the industry, Jessica makes complicated financial situations simple. She handles tax prep and bookkeeping with precision, care, and a personal touch.
Our Values
Clarity Over Jargon
We explain your numbers and your options in plain English — before you ever make a decision.
Veteran Integrity
Trust is earned through action, not promises — with every client.
Family-First Approach
Every recommendation starts with one question: what is best for you and your family?
Total Transparency
No hidden fees, no confusing fine print, no surprises at the end.
Community Service
We live and work in Central Texas. Giving back is who we are.
Year-Round Partnership
We’re here at tax time and every month in between — we answer your calls all year.
Our Promise to You
“We promise to always explain before we advise, to never pressure you into a service you don’t need, and to treat your family’s finances with the same care we treat our own. Honest work, done right, year after year.”